How to design a systematic user recall strategy?

The essence of user recall strategy is to awaken silent users and recall lost users. However, in actual applications, user recall strategy is more used in the scenario of awakening silent users, with the main purpose of promoting user activity and preventing user loss.

1. Basic Ideas for User Recall

User recalls are mainly divided into manual single recalls and continuous and stable systematic recalls. For products with larger volumes, a systematic recall strategy is essential and has higher value, so this article will mainly focus on the systematic recall strategy.

There are three basic steps in designing a user recall strategy:

1. Choice of reach channels

Common recall channels include push, SMS, and email. Each channel has its own advantages and disadvantages, and you need to choose according to your own needs.

(1) SMS

The advantage of SMS recall lies mainly in its high reach rate. It is undoubtedly the best choice for recalling users who have uninstalled the APP. However, since SMS recall has sending costs, when conducting SMS recall, try to screen out people who are easier to recall, increase the recall rate, and reduce ineffective investment.

(2) Email

The main advantages of email are that it is free and has a large volume. It is a more common method for email recall abroad. However, due to the low usage rate of email among domestic users, the email opening rate is generally terrible.

But there is one point that needs attention. For users who use QQ mailbox, emails will generally be delivered through WeChat or QQ when they arrive, so the opening rate will be greatly increased. You can consider it according to your own situation.

(3) push

APP push is the most common and widely used push method in daily life. Its main advantages are high opening rate and no cost. However, due to its obvious advantages, this approach is often abused by certain products.

What we need to pay attention to is that frequent push and push at inappropriate times can easily lead to user disgust, and in serious cases, they may even uninstall the APP, which is not worth the cost.

1. Design of accessible materials

According to the purpose of the push, design the content that needs to be pushed and formulate the rules that need to be reached.

Common rule settings include:

(1) Reach users by category based on their preferences

(2) Classification by time when the app was not opened

(3) Classification based on user operation behavior

There are four common recall content routines:

(1) Use catchy and interesting language to quickly attract users’ attention

(2) Try every possible way to create curiosity

(3) Use seemingly real friend names and requests to maximize user motivation to respond

(4) Provide users with benefits that can be enjoyed immediately to induce recall, and emphasize exclusivity and limited time.

1. Design of the on-site acceptance method

After users click on the access material, they enter the page within the site and display the content that the user expects.

In the current market, some apps often push some stimulating titles to attract users to click, but after users open them, there is no content and they jump to the homepage of the app. Although this method will increase the push opening rate, users will be very disgusted. From the perspective of long-term value, this method is likely to cause user loss.

No matter what form the recall takes, it must be inseparable from these three steps:

2. Strategic User Recall

The core of a sustained and stable user recall strategy is to design different contact rules and content for different scenarios, with the aim of building a systematic, sustainable and refined operation mechanism.

There are six main approaches to strategic user recall:

1. Do users have a core motivation when they initially join? (such as flirting with girls, recruiting people, asking for discounts, etc.)

Think about what is the core value of your product? What are the motivations for users to use your product? Then you can push all information related to their preferences to them in a targeted manner.

For example, using Tantan to make friends and pick up girls:

1. Can the product obtain information about the user’s friends, relationship chains, etc.?

You can regularly push updates about friends who have close relationships with the user, interactions between other friends and you, or recommend relevant consumable content/services based on the behavior of other friends.

For example, Facebook:

1. Will users of the product have motivations to consume, receive benefits, etc.?

Find reasonable reasons and rules to regularly push benefits to specific users.

For example, Xianyu often pushes me price reduction information of the products I browsed:

1. Is it possible to obtain some important time nodes related to users?

Prepare materials or benefits in advance for all users' specific anniversaries and important time nodes, and recommend them as soon as the trigger occurs.

For example, on my birthday, WeDoctor gave me the following birthday gift:

1. Are there several important pieces of label information among the core needs of users that can strongly stimulate them?

Find the tag information with important significance on the target object of the user's attention, and form a rule: as long as the target object with a specific tag appears, push information to the user and ensure that the tag information is exposed.

For example, Maimai uses my interest tags to socialize and products:

1. Is there content in the product that is sufficient to attract a large number of users to watch and discuss?

As long as there is information or products on the site whose popularity exceeds a certain threshold, they will be pushed to the entire site or specific users.

This method is widely used in news and e-commerce products, such as NetEase News:

3. How to sort out strategic user recall ideas

For strategic user recall, we can expand our thinking based on the above six different scenarios and design an executable framework.

Let’s take NetEase Cloud Music as an example to sort out its user recall strategy:

It is worth noting that in each thinking direction, we can extract multiple key elements, and the specific situation needs to be implemented according to the nature of the product. At the same time, when formulating push rules, we need to focus on how to scientifically set thresholds that comply with the push rules to prevent users from receiving repeated or excessive pushes.

Finally, I hope that when you are recalling users, you must adhere to the principle of providing the core value of the product. Do not design titles that are irrelevant to the push content in pursuit of open rates. Users are like friends. Only if you are sincere to users, will they stick with you.

Source: Pretend not to sleep